Three years ago, I found only one example of a new year’s message among the largest 80 banks and credit unions. This year I looked at a few dozen websites more or less at random and again found just a single “look at your finances” message. Webster Bank not only showcased a page-dominating “financial checkup” spot, but also incorporated the message into their main pull-down (mouseover) “Bank” navigation (see first screenshot below).

The promotion is designed to get Webster customers into the branch, or on the phone, for a financial checkup. The service appears to be free of charge, although the bank doesn’t reveal specifics. Customers are asked to complete a contact-me form (see second screenshot below) with just a single qualifying question, whether the appointment is to discuss business or personal finances.

While Webster was the only FI playing the “new year resolution” card, South Florida Federal Credit Union gets an honorable mention for its timely Happy New Year graphic, one of four rotating promotions running at year-end (see last screenshot below and inset above).